Wendy’s Enters Brazil

July 3, 2016

Just weeks ahead of next month’s opening of the Olympics in Rio de Janeiro, Wendy’s is making its debut in the Brazilian market. The chain will open two stores in Sao Paulo through a partnership between Brazil's Infinity Services and the Starboard Group, one of Wendy's largest U.S. franchisees and a subsidiary of the Dublin, Ohio, company.

The Brazilian quick-service market was worth about $25 billion in 2015, according to research firm Euromonitor. McDonald's is the market leader, with an 8.7% share. “Brazil is one of the key global markets where we see considerable potential, and where we are investing additional energy and resources,” Wendy’s COO Bob Wright said in a statement.